How Snapchat wants to transform relationships between luxury fashion houses and consumers
The event demonstrated how augmented reality (AR) and artificial intelligence (AI) can support luxury fashion houses. These technologies help to reach consumers in new ways and strengthen their interest in a brand.
This thesis was underpinned by an international study conducted by the US technology company Snap Inc. (Snap), the UK advertising holding company WPP and the French market research institute IFOP. For the study, 9,000 luxury consumers aged 18 to 45 were surveyed across nine markets. While 78 percent still dream of luxury, for 65 percent it has lost some of its exclusivity. How, then, can luxury be made more accessible without losing its magic?
“Luxury fashion has always had the unique ability to evoke emotions and inspire dreams,” Geoffrey Perez, global head of luxury at Snap, told FashionUnited. “What is changing today is the way new generations discover fashion houses, make their universes their own and build their relationships with them.”
The text continues below the image.
Desirability before purchase
According to the study, luxury today is experienced first and purchased second. Consumers discover a fashion house through content, conversations and cultural references. This often happens long before they actually own a product. For 79 percent, small, regular brand interactions foster desirability more effectively than large, isolated campaigns.
Furthermore, 39 percent of luxury shoppers have at least four touchpoints with a product before buying it. Snapchat is responding to this with features such as the interactive “Snap Map”, where users can discover places and activities. There, luxury fashion houses can showcase their brands using visual, animated icons.
Scan, play, try on
Perez’s insights could be tested first-hand on the third floor of the venue, where the focus was on personal experience. Various fashion and beauty brands presented their own digital experiences there. These included the Italian luxury houses Miu Miu, Prada and Gucci; the Parisian fashion house Balenciaga; and the French fashion houses Dior and Chanel, with the latter showcasing accessories. The French cosmetics brand Lancôme and the US beauty label Kylie Cosmetics were also represented.
Invited guests could scan a brand’s QR code using their smartphones. In this way, they were immersed directly in the respective digital experience.
The text continues below the image.
At Dior, visitors could play a game centred around the “Book Tote” bag. This featured a nod to the novel American Psycho by US author Bret Easton Ellis. Balenciaga, meanwhile, brought its “City Bag” handbag to life via smartphone.
The text continues below the image.
These experiences tie in with another finding from the study. According to the research, brand heritage matters, yet it must remain alive. Indeed, 80 percent of respondents expressed a greater desire for an iconic product when given background knowledge about it. This includes information about its history, craftsmanship or manufacturing process.
Luxury experiences comfortably from home
AR can familiarise consumers with products before they even visit a store. “The beauty of this technology is that it can be available anywhere,” Perez explained. “You can gain access to luxury products and iconic collections from your own sofa, or even in the mountains where there is not a luxury boutique for miles around.”
Luxury fashion journalist Laure Guilbault illustrated this with an example. While everyone in the room was currently gathered in Paris, she noted, those not in attendance could still feel the atmosphere of such a luxury experience through AR. Consequently, one does not need to live in a fashion capital to immerse oneself in this world.
For instance, customers can virtually try on a pair of glasses or explore a collection digitally. They no longer need to visit a brick and mortar store to do so.
According to Perez, this is about much more than just reach. “Most of the time, it is a one-to-one experience,” said Perez. “When I virtually try on trainers, a watch or a pair of glasses, it feels very special.”
Consumers expressed similar expectations in the study. Around 71 percent believe that AR or virtual try-on features can turn mere interest into immediate desirability. In addition, 74 percent would be more likely to share a product they have tried on virtually with friends or family to get their opinion.
The text continues below the image.
Perez also pointed to the positive impact on sales. According to him, several studies show that AR increases desire for a specific product and boosts conversion rates. The technology thus bridges the gap between websites and brick and mortar retail. AR can drive consumers into stores and offers a solution when a specific style or colourway is out of stock on site.
Concrete results for individual luxury fashion houses were not disclosed during the discussion, however. Snap did not provide figures on the reach, conversion or revenue generated by AR experiences or campaigns such as “Gucci La Famiglia”, which launched earlier this year.
Snap sees future for fashion in AR and AI
According to Perez, the next step lies in combining AR and AI. In June 2026, Snap unveiled “Specs”, a standalone pair of AR glasses. These overlay digital images and information onto the physical environment. Among other features, the glasses offer an AI assistant and interactive digital experiences.
The text continues below the image.
One example of the use of AI is the aforementioned “Gucci La Famiglia” campaign. Using an AI-powered lens on Snapchat, users could transform themselves into characters from the campaign. According to Perez, AI accelerates the creative process and makes such experiences more accessible to consumers.
FashionUnited was invited to Paris by Snapchat.